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Güliz Ger, Eminegül Karababa, Alev Kuruoğlu, Meltem Türe, Tuba Üstüner & Baskin Yenicioğlu

In: The SAGE Handbook of Consumer Culture

Chapter 6: Debunking the Myths of Global Consumer Culture Literature

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Debunking the Myths of Global Consumer Culture Literature
Debunking the Myths of Global Consumer Culture Literature
Güliz GerEminegül KarababaAlev KuruoğluMeltem TüreTuba ÜstünerBaskin Yenicioğlu
Introduction

Globalization and global markets are typically considered in terms of production and supply chains across the world. However, globalization and its specific local encounters transform and are transformed by the consumption of goods and imaginaries as profoundly as production. Global capitalism may well be driven more significantly by new forms of consumption than by production (Comaroff and Comaroff 2005; Friedman 2005). Hence, consumption studies and marketing/consumer research have a lot to contribute to the understanding of globalization and global markets. However, cross-fertilization among disciplines has usually been scarce (see Richard Wilk's work for an exception) – for example, between anthropology and economics and ...

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